10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
Beer market of Vietnam: “Young tiger”Vietnam is one of the few big beer markets that continue to grow steadily. The beer popularity results from its low price, street consumption culture, and social motives. The outlooks of beer market as well as the Vietnamese economy inspire optimism, though the country is heavily dependent on export of goods. The state regulation can be called liberal, but the key risk for brewers is harbored in intensive rising of excise. Within TOP-4 there are two leaders, Sabeco and Heineken that grow at the fastest rates. The first company effectively employs its capacities, the second one focuses on marketing technologies. Almost 80% of the market belongs to century-old brands, yet the middle class and the youth are shifting their interest toward international premium that is growing taking share from the mainstream.
Guinness Zero: Iconic Beer Maker Introduces Alcohol-Free Variant In Indonesia
Diageo, the world’s largest spirits company, has reportedly struggled to prop up sales in Indonesia after conservative influences and concerns around underage drinking prompted the government to ban the sale of drinks with an alcohol volume of under 5 percent , mainly beer, in convenience outlets and other small stores. Diageo will continue to sell its regular brew in large supermarkets and restaurants, and advertise the Guinness label in minimarkets.
Traditionally liberal minimarkets and small retailers accounted for about 60 percent of all beer sales in the country, the Wall Street Journal reported. And, since the ban, sales of Guinness and Diageo's other alcoholic beverages have fallen 40 percent in the Asian country year-on-year, Graeme Harlow, managing director of Diageo.
According to Harlow, Guinness Zero - marketed with the tagline “bold taste, zero alcohol” - is also aimed at customers of the regular Guinness beer. For example, men looking for a “masculine” drink while avoiding alcohol in a society where drinking is often taboo, Harlow added.
Guinness Zero ABV was initially launched on a trial basis in September as Diageo set about looking for new ways to boost sales following the clampdown. So far, the company has invested about $1 million to launch Guinness Zero and is planning a new facility to produce the drink locally, according to the Financial Times.
The company had earlier called on the government to postpone the controversial sales ban by 12 months so it could have more time to devise ways to address the government’s concerns and find a replacement distribution model, as large areas of Indonesia do not have access to supermarkets that are allowed to sell beer. Diageo has about 15 percent of the Indonesian beer market.
Guinness Zero is not the company’s only alcohol-free drink. Diageo markets zero-alcohol drinks like Kaliber in the U.K., and Malta in Nigeria.
28 Dec. 2015